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1 Vol.2 No.1

2 CM CM TV TVCM CM

3 CG 1960 CM

4

5 5

6

7 8 Piya Pongsapitaksanti

8 , n % n % n % n % P df P df

9 10 n % n % n % n % P df P df n % n % n % n % P df P df

10 Wolin, Lori D., 2003, Gender Issues in Advertising An Oversight Synthesis of Research: , Journal of Advertising Research 42, March: CM Thammasat

11 CM 2 1 M U

12 SPSS ,737 SPSS , CM 1 Wrangler + CM CM CM 2 Johnson Johnson + CM CM 3 Arrow

13 14 79 CM CM 1 CM CM 4 CM 82 CM 1 2 CM 5 Johnson Johnson + 82 CM CM 6 CM CM 7 CM CM TCJ 60 1 CM 1955 CM CM

14 1 15 1,

15 CM

16 CM 2 1 1

17 Sengupta(1995) 16.5% Sengupta(1995) 15 60% 1,737 83% 7.6% 15.9

18

19 CM 15 CM CM 1 CM

20 % CM CM CM CM CM CM CM CM CM

21 CM 1 CM 1 CM CM CM CM

22 23 CM CM CM CM CM

23 No.10, CM M M 60% CM CM 24.3% CM 85% CM 85% 20 CM

24 25 CM 5

25 26 Ogawa Hiroshi 1950 IN OFF ON 2005 Chion

26 CM 27

27 28

28 CM 29

29 30

30 CM 31

31 32 INON J-POP

32 CM 33 TCJ 1. CM CM CM J-POP 2007 CM 1 1 CM CD CD

33 CM CM CM 2005 IN OFFON OFF IN OFF ON IN OFF

34 CM 35 6 IN IN OFF ON

35 ON 100% 8 NHK ON

36 CM CM CM CM ON

37 ON 1 50 CM ON

38 CM IN IN

39 ON 2 NHK NHK 50

40 CM OFF S 15 S 1955 ON CM OFF BGM

41 42 :: CM ON CM

42 CM ON ON ON

43 44 57 C C C C ON C C ON ON 40 50

44 CM ON CM CM CM CM 4 CM S CM CM

45 CM ON IN IN CM CM CM CM 50 50

46 CM CM CM CM 30 30

47 48 CM CM CM J CM J CM CM 1 CM CM CM 1959 CM CM 15 CM CM

48 C 60 CM 5 CM CM

49 50 CM CM 1 CM CM CM CM CM CM CM CM CM CM CM

50 51 CM CM 4 CM CM CM 50 CM

51 52 1 CM CM CM 1 1 CM CM CM CM CM CM CM

52 53 CM BGM CM CM

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